Simplicity is the key to brilliant landing page design. It is the key when you write code for a landing page, write the content required, or design the page. The KISS formula never suited anything better.
Your landing pages are critically important to all and any of your internet marketing efforts. The lack of a well-built landing page optimization strategy is the bane of practically every business with a website. Of course, we are mainly talking about B2B websites here, but come to think of it – who could possibly want to stare into a page that makes the communication a stressful prospect?
Online video gaming, kiddie, or similar sites might be loud, excessively colorful, with content that goes round and round in circles. They might think of justifications for these, perhaps. If you mean business, directness has to be THE key factor built into your landing page optimization. Whether you think of PPC or organic search links, your landing page must be one that immediately communicates to the surfer.
Some other things to do with your landing page can include the following:
- Like the title of this blog post, tell your viewer where he/she has come, first off and in as few words as possible. Don’t make them work to find out as much. Or simply elucidate on the offer that made them come to that page. Offer basic info that leads them on to something more exciting, where applicable. Don’t be too abstract or circumlocutionary about it. People don’t want to test your word power or sample your fantasies. They just want the info on what’s in it for them.
- Use links at the top, the middle and the bottom of your pages. Don’t make it impossible to choose between them, however. Every call to action should come with explicit and succinct description of where it leads to. Your landing page optimization should work in favor of the viewers out there and no one else.
- Long registration or request forms are a major prospect repellent. Nobody, I repeat, nobody ever likes to have to fill in loads of personal info into your form. Don’t make them do it. Either get it done with a simple request for the email address or make it a point to include as few fields to fill in as possible. Landing page optimization is all about quick access to relevant info.
- Experimentation with the landing page should never be ruled out. Try different headers, fields in request forms, and lengths of the copy. Get your page tested by prospective customers, if that is possible. Listen to what they have to say about your page and use that info.
Landing Page Design Examples (Click to visit the page)
Please do let me know if you have any ideas or thoughts on landing page optimization that you can share. Your audience has been there and done that, so don’t build your landing pages and then forget all about them. Keep them updated in the best ways possible. Ensure that they are consistently being scrutinized for relevance and genuine value for the reader.
You take your guests from the foyer to the drawing room, not to the attic or the basement. Make sure that’s the spirit your landing page is imbued with.